New Zealand’s business events industry is mounting a campaign to reposition conferences and exhibitions as economic development tools rather than tourism activities, with Business Events Industry Aotearoa (BEIA) set to push the message to politicians ahead of the country’s November election.
Addressing delegates at Meetings 2026 in Auckland, BEIA chief executive Lisa Hopkins said the sector needed to move beyond traditional measures such as delegate numbers, hotel room nights and visitor expenditure, and instead focus on the wider economic and knowledge outcomes generated by business events.
“What if the real value of business events wasn’t the event itself?” Hopkins asked. “What if the true value lies in what happened because the event took place?”
Hopkins argued that while business events are often measured by the spending they generate, many of their most significant contributions are largely invisible.
“The delegates spend this money today, but it’s the relationships, knowledge sharing and connections that may generate investment five years from now,” she said.
The comments form part of BEIA’s election-year advocacy agenda, which seeks greater recognition of business events as a strategic tool to support productivity, trade, innovation, investment and economic growth.
Hopkins said the sector was uniquely positioned because it sits at the intersection of multiple government portfolios, including tourism, economic development, education, science and trade.
“This year BEIA will be working hard to lift the conversations with policymakers, business leaders and within our own sector. We’ll be asking politicians to recognise this sector and encourage officials and ministries to leverage it.
“Additionally, we will continue to influence the government, both central and local, to adopt a more deliberate approach to funding,” she said.
Hopkins pointed to New Zealand’s growing convention infrastructure, strong international reputation and sector strengths in agritech, food and fibre, health and medical research, renewable energy technology, aerospace and Māori enterprise as foundations for future growth.
The country recently rose to second place in the Global Peace Index, which Hopkins said further strengthens the country’s appeal to international events organisers.
She added that success would come from attracting business events aligned with New Zealand’s strengths and national priorities, creating benefits that extend well beyond the event itself. “These are the events that leave something behind,” she said.
Among BEIA’s policy priorities are stronger government support for business events aligned with national economic objectives, investment in industry capability, support for clusters of excellence, and recognition of business events as national economic infrastructure.
The association will also advocate for a national accommodation levy, a short-term rental accommodation register, and greater coordination across government agencies involved in the sector.
